Getting a local dog groomer recommended by AI.
Pawfectly is a multi award-winning dog groomer in Branksome, Poole, known for stress-free grooming and patient work with nervous and reactive dogs. We made them easier for AI tools to find, understand and recommend when local owners ask for a groomer.
+60%more AI citations across tracked non-branded searchesAI visibilityAt a glance
- +60%AI citations across tracked non-branded keywords
- 8Industry awards since 2022
- Top 10Pet groomer in the UK, 2022 national ranking
At a glance
- Client
- Pawfectly
- Sector
- Dog grooming
- Services
- AI visibility
- Timeframe
- Ongoing
The challenge
Where they were starting from
More dog owners now ask ChatGPT, Gemini or Google's AI Overviews for a recommendation instead of scrolling through search results. For searches like "dog groomers in Bournemouth", the AI gives a short list, and if you are not on it, you are not considered.
Pawfectly had the awards and reviews to deserve a place on that list, but AI tools had little clear, consistent information to go on, so other groomers were being named instead.
What we did
Our approach
- 01
Baseline with the AI Visibility Audit
We scored the site against our AI Visibility Audit and tested real, non-branded prompts across AI platforms to see who was being recommended for local grooming searches, and why.
- 02
Clear facts AI can trust
Consistent business details, location and services across the site and listings, backed by structured data, so AI tools can confirm exactly who Pawfectly is and where they work.
- 03
Content written to be cited
Service and FAQ content that answers owners' real questions directly, from a puppy's first groom to handling anxious dogs, in a form AI tools can lift and quote.
- 04
Awards and reviews front and centre
Eight industry awards and strong reviews made easy for people and AI systems to find, giving the tools a reason to recommend Pawfectly with confidence.
The results
What changed
AI citations across the tracked non-branded keywords are up 60%, with Pawfectly appearing more often in answers to searches like "dog groomers in Bournemouth".
Direct traffic has grown alongside, as more owners discover Pawfectly through AI tools and come straight to the site to book.
- AI citations, tracked non-branded keywords+60%
We're so happy with the site. We get a lot of traffic from Google now, and we love the design.
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